Under promise, then over deliver. Very simple way of looking like you have given great customer service when all you have done is something fairly standard.
I'm not knocking Apple at all for giving me a free bumper. It's just a shame we are in the situation where it is felt it is needed to be issued in the first place.
Maybe if the Internet rumour mills hadn't hyped the iPhone to be such a mythical and amazing product then peoples expectations of perfection would not have been so high. I'm pretty sure Apple have never actually hyped the iPhones up as much as people may think they have. I don't see them do anything different in a product launch than any other product, it's just the public perception and thirst for Apple products is so high the reality if it can only ever fall short if the supposed perfection they were setting themselves up for.
All I see Apple do is show how proud they are of their products. They show how proud they are if what it does, what they have managed to achieve with the hardware and software, and are proud of their overall design.
Just as any parent holds their own child in the highest regard of perfection in their own eyes, when to others they can easily pick up on how ugly the child might be or the fact that their nose is a bit too big.
Perhaps Apples clouded pride has caused them to overlook a few imperfections, but hey, I would rather by something from a company that was proud with what they have worked on rather than some faceless electronics just churning out sub par product after sub par product with only the occasional jem.
But as the saying goes, pride comes before a fall. Let's hope Apple have learnt something from this whole palaver and come out of it a more humble company. We can also hope the public expectation has dropped in time for whatever comes next, maybe then whatever is released can then be enjoyed for whatever innovations it brings with it rather then everyone finding holes to make bigger by poking their fingers in and then spreading their findings all over the Internet.
I am not a fanboy. I do not agree with Apples approach to a lot of things. However, they do truly innovate wherever they can and the electronics market would surely be a duller place without them.